search query: @author Kamakura, W. A. / total: 14
reference: 4 / 14
| Author: | Russell, G. J. Kamakura, W. A. |
| Title: | Modeling multiple category brand preference with household basket data |
| Journal: | Journal of Retailing
1997 : VOL. 73:4, p. 439-461 |
| Index terms: | BRAND LOYALTY PRODUCTS RETAILING MODELS |
| Language: | eng |
| Abstract: | Household basket data contain information on the structure of brand preferences both within and across product categories. The research exploits the information in long-run basket summary data to segment consumers with respect to brand preferences. The approach provides insights into the competitive structure of brands within product categories. In addition, it identifies potential synergies across product categories. The model is applied in an analysis of retailer and national brand name preferences for four paper goods categories. Implications for joint promotion, product bundling and product assortment decisions are discussed. |
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